think there's an opportunity once you see the data to focus on the aggregate to fine tune the system and see what works best but i also want to emphasize the best practices shouldn't just go to the intermediaries. the content industry has to figure out what it's best practices are, not only for determining when they are going to enforce their copyrights but also how they're going to notify people. for example, how do you notify people you really on the copyright? things like that? best practices are a good way to go but the responsibility has to be on all parties and that is just one half of the equation. >> one question, this is -- only gets served to residential users. commercial wi-fi networks for

instance are not targeted. i don't know if american libraries -- the question i was asked to ask is won't those folks go to commercial why 5 vendors and it is a question of efficacy. will be truly effective if there are options to go to other commercial wi-fi providers like mcdonald's or starbucks or other places not associated with the program? >> i guess i would say that goes back to the assumption of the program which is most people are not working hard to gain the system or to engage in large scale copyright infringement and i would imagine someone who will take the time to stop using their home network and go to starbucks or mcdonald's and download movies in those categories. and we are working under the

assumption based on the research that we have done over the last, and it could be an enormous problem. and a misunderstanding with copyright is and what the limits are, how to find what people want in a legal way. i don't think we will see a spate of people in their homes and camping at starbucks, and as we analyze and evaluate the system and make it better over time, we would be able to address the needs of those people as well. >> carnegie mellon university. i would like to understand the arbitration process, someone is accused of copyright violation and didn't download anything, what evidence would they be

expected to gather? what evidence would the other side be expected to gather? >> we have built the system, it should be very seamless and work on the paper if you will and this further described on our web site, but it is not technically an arbitration so the american arbitration association which is the largest dispute resolution organization in the country has built for us a mechanism where the consumer has the opportunity to link directly from his or her isp, it received mitigation alert. go directly into the american arbitration association system. and see specifically which alerts are eligible for appeal and they will then be able to see the name of a tag number, the name of the content, the

owner of the content and they will be given a set of choices that get exactly to what you are saying. the isp misidentified my account, someone used my wireless, i had in one place authorization from the content owner so i have a lot better sitting next to me from a movie studios and says i have a right to distribute this content and so that is the consumer uses the online form, states precisely why they believe they have received a particular alert in error they choose different reasons. if there's a piece of paper like authorization letter they need to attach they can attach it and a higher package is given to a neutral, some one unsigned who has been trained by the american arbitration association in this program. they then have access as mary and describe the entire evidence package that goes with an alert that was generated so they can

go back into the information and look at it and they will essentially issue a decision so it isn't a facsimile of a court case or what you might think of as an arbitration with two party sitting across the table. because it is a digital program unstreamlined digital process works within a few weeks. >> one last question i got from twitter and this is a question from twitter so feel free to answer it. if the focus is on education why not focus on fair use and other acceptable uses? i am not sure the contrast that it is making but will you fill out one? >> the essence of the program, the educational part of the program is to educate people on where they can go to get legal content, what they can do to make sure there isn't illegal

content, their account is being used to transmit. is not meant to be a course in copyright law. not meant to the copyright 101 and here it exclusive rights and here is a limitation or defense in section 107. is really meant as a program aimed at people using peer to peer, or those who are casual users who want to make sure unauthorized content isn't going over their system, that they know there is a way to avoid that and they can find content legally on surfaces online music matters or netflix or anything like that. >> if i could just disagree with you a little bit my understanding is the center for copyright information does want to be a resource about copyright because part of a problem we

identified is people don't understand how copyright works. so i would hope comment aunt and planning and certainly being an advocate for insuring that when we get to that education phase, obviously fair use and lawful uses are robust and vigorous part of that education and that is certainly not killing from behind. so the cpi has pretensions on being more than just operating this copyright alert system and having a more vibrant discussion about copyright and the exception to copyright. >> let me follow on that. as i said initially that is absolutely right. one of the first and primary mandates is to implement it and pull up a copyright alert system and we're on our way to doing that. but we do want to be a resource

within a certain frame. we are not going to become a legal resource for copyright information although we have links that hopefully people who are known coming to our side if they want more information about copyright and its derivation, and links to the copyright office and places where people should be able to find out information. and one area of the broader education wanted described an organization, working with the state of california, and k-12 curriculum. one of the things we identified in our research and talk to educators, and as tom they noted earlier we have kids growing up in a digital environment, up and

don't find a way to talk to them, and they made a picture and is hanging on the wall. and what are the reasons they might be able to engage in a fair use of a particular piece of copyright content. it is an important concept and when we will continue to explore, and the same kind of resource before, the same resource to copyright in legal terms. and reach the next generation of people thinking about creativity and the importance of having control over creative works. >> we won't get to all the questions. and a consumer education rollout and also interested as we go

forward on measuring success, really interesting. this is the start of it, starting the past couple weeks going on and watching that closely. and working really hard to the advisory board, i really appreciate taking the time to speak with us. [applause] [inaudible] [inaudible conversations] [inaudible conversations]

>> next on c-span2 the first lady discusses childhood obesity. the author of on saudi arabia talks about the country's history, culture and politics. and the tucson festival of books. >> the next washington journalists as heated press reporter provides an analysis of the february jobs numbers, unemployment dropping to 7.7%, 236,000 jobs added. than any mccracken of the leadership council discusses efforts to engage young people on several issues including the national debt, fiscal responsibility and college affordability. after that clifford rossi of the university of maryland on the new venture between housing lenders fannie mae and freddie mac and eagles, phone calls and

sweets, washington journal on c-span. >> original people, navy seals, the alamo, our environment, journalism, panels and discussions with the tucson festival of books. starting today at noon eastern with timothy egan on the photography of edward curtis and katherine power's and barbara madison horowitz on what animals can teach us about health and healing and tomorrow live starting at 1:00 eastern, afghanistan, followed at 2:30 by erik larsen on social security, panels and authors from the tucson festival of books, part of book tea on c-span2. you're watching c-span2 with politics and public affairs weekdays featuring live coverage of the u.s. senate. weeknights what the public policy events and every weekend

the latest nonfiction authors and books on booktv. you can see past programs and get scandals on our web site and you can join in a conversation on social media sites. >> at a summit on childhood obesity, first lady michelle obama, mayor cory booker and eli manning talked about how the private sector could encourage children to adopt healthy habits. this is posted by the partnership for a healthier america in washington d.c.. >> how is everybody doing? hello! i am going to run a mile you got me so excited. i am never going to get invited back because i am about to tell you guys a joke. it has a higher level of truth as steven colbert would say.

is basically about a church in my city that has these two young brothers who we are putting up all time causing all kinds of problems and everybody tried to intervene, the deacon, the head of the deegan method, the choir director, nobody can do anything so finally the pastor says i am bringing to my office and deal with this myself so he takes these two young boys, younger brother outside, all brother into his office and since behind a desk and says the in front of the desk and a steady other, young boys, arms crossed, staring down a pastor and the pastor is surprised by this behavior from this young man so he thinks to himself adopted try something different and he looks and sees a warm bible on the table and put his hand on it and lays it there for a second and looks at the boy and says my son, i want you to tell me now where is god? the boy suddenly looks surprise, his eyes open up and he looks

downright scared and he thinks i got him so he picks up the bible and raises above his head and says in a deeper voice, tell me right now, where is god? at this point the boy grabbed the arm rest of the chair and is shaking visibly from head to toe. i don't know what kind of pastor's you have but my pastor just double down. now he stands up behind his desk, leans over to the boy, shaking the bible and with his sunday morning voice at the height of his sermon he yells out so everybody even outside can hear him scream, my son, tell me right now, where is god? at this point the boy jumps up shaking from head to toe, springs out of the pastor's are, sees his little brother cammed drive some by the hand and says we got to get out of here. god is missing and the pastor thinks we took him. [laughter and applause]

>> my point is ladies and gentlemen, we have got problems and we can't sit around asking where is god because god has created us to deal with these challenges. i worry these days about our nation too often surrendering to cynicism, allowing people with their inability to anything to undermine their determination to do something. i worry about folks getting caught up when it comes to our problems they get caught up in the toxicity of being called sedentary education where they're sitting on their couch watching what is going wrong with the world, there tv screen, getting so upset but not getting up and doing something about it. you see, i have proven to myself in a longitudinal study of my own life i am going to do my ph.d. they will call me dr. cory booker next year. i have proven to myself that there is nothing we can't do as

a people when we come together. is no longer any issue of can we but a matter of do we have the collective will? will we do something? what inspires me, inspired by our great first lady, inspired by leaders in the corporate community, the foundation community, the nonprofit community, community activists from the streets of newark to the hills of oakland, what inspires me now is so many americans are joining together and looking at the crisis of obesity in america, eating away the foundations of our children, consuming their potential and their dreams, raising the costs of living, lowering the quality of life, i am inspired now with one to another we are joining together across sectors, across parties, across the country, and saying we are going to manifest the will to turn this around.

this is the story of america. it is how we have dealt with the most complicated problems, the biggest challenges, the greatest mountains. we have done it by pulling together, not worried about left or right, not worry about this or that, but unified purpose, the old african parable said if you want to go fast for alone, if you want to go far, go together. this collision, this coming together of our community, i believe, by setting specific actionable goals, every week and month and year, measuring our progress, holding each other accountable, accepting collective responsibility, that we will transform health outcomes for our children. this is truly not just possible by knowing in my heart what i have seen so far from last

year's conference, this year's conference, this is the hope and dream and this is our destiny. it will take some work. to paraphrase frederick douglass who said i prayed for years for my freedom but i was still a slave, it wasn't until i prayed with my hands and feet that i found my freedom. we are going to ask that question that got asked when he walked in the garden of eden and called to adam and said where are you? why are you shrinking and hiding from the truth of who you are? tell the truth of humanity through your spirit, your conviction, your success, we will tell the truth about children that we love him and they have infinite potential and nothing we can't achieve through our work together. i am proud that i have the ability to introduce some people who are inspiring to talk about them. it is really three finalists and there are finalists in

yesterday's end childhood obesity innovation challenge. i want you to join me in welcoming these fine young men on to the stage. given up. i want you -- the opportunity to hear from each of these budding entrepreneurs as they explain how their ideas could help in the effort of childhood obesity. we heard from carter. given up for them. get up. give it up. i am telling you. handsome young men with promising futures, the only thing they have to do is shave their head and they are going places. so we heard from carter who develop the sleek fruiting fused bottle that makes watters and natural choice again for kids. then there is dennis who worked with his team to create the health video game, to engage

children about healthy eating and got to hear from jason as he explained -- the aurri health network which makes a healthy choice, the ec choice, and couldn't be more impressed with the finalists standing up here and talking to our judges i know choosing one winner was no easy task. did today's winner will receive the tools necessary to expand the initial idea and addition to $10,000, also received, they will get that money and expert advice from senior executives, and start up that can each provide invaluable guidance that will help our winner is get off of the right track and hopefully get on the right track and help

us move the needle against obesity. you don't have the envelope? i have got it right here. all right. pretend this is that fancy envelope michelle obama read the other night. i don't look nearly as good as she looks. i don't even have games. what am i doing here? i got a drum roll. the winner is dennis with jivehealth. come on up here. we have a check.

>> given up for dennis. [applause] ♪ >> please welcome pha president and ceo lawrence soler back to the stage. >> i was happy when i was going on before cory booker, then they told me i had gone after cory booker. i hate that. at the risk of stating the obvious we all know childhood obesity is complex. whether we're talking about food and nutrition or physical activity, the number of issues that must be addressed can seem infinite. from the built environment to nutritional information, produce supply chains, to access issues

and socioeconomic issues to cultural traditions and even the weather plays a role. at the core is an issue of supply and demand. we must increase the ladder but assure access to the former. we must inspire kids and families to make healthier decisions while simultaneously making it as easy as possible to make those decisions. pha's partners address both sides of that issue, using icalmly to get kids excited and make it as physical as possible, across the country. partners expand 1500 rose restores in areas that lack access to fresh affordable produce, the new state supported the nation's five largest companies, provides access to simple affordable recipes but the need to address the supply and demand isn't limited to food. our nation's children are struggling with a physical

inactivity epidemic. only one in three kids is active every day. we need strong programs that create a positive experiences for kids where they are and we need champions to set powerful examples. we need to integrate physical activity back into everyday life. some of you saw yesterday pha is working with schools to address the problem where kids are most, looking to engage 50,000 schools, 50,000 schools over the next five years empowering school champions, teachers, administrators and parents to create environments that engage students in moving every day. with the mission as ambitious as getting kids moving again, everyone has a role to play and the next xi jinping 1 partner is going to play a major role. investing $30 million over the next three years, our next commitment to expand programs that promote physical activity and fitness and create new ones.

they are already an interval part of let's move active schools. will be expanding its premier physical activity program fivefold from 200 schools to 1,000 in 2015. the focus approach combining expanded programs will reach two million kids--and to represent pha at newest partner, reebok, founder of social responsibility, kathleen kelly. ♪ >> hello, everybody. i want to say i am thrilled to

be here today and it is a real honor to be here today and to be part of something so important. that reebok we have a simple mission. we want to empower people to be fit for life. we understand if people were meant to move, we are committed to getting the moving. we know that fitness has the power to change lives for the better and we believe that those who are fit not only change themselves, but can be the change agents for people around them. a few years ago come as the issue of obesity and other health trends reached a point where it could no longer be ignored, reebok began to ask some difficult questions. they took a hard look at themselves and the industry and asked what have we accomplished? we are sports and fitness brand but have we done anything to help? what we realize is over the past few decades per-capita sports participation has declined. reebok and other brands in the

industry have arguably created a world of fans versus participants. as they celebrated the elite athletes and their achievements they stopped talking about people and what sports and fitness can be to the average person. the next question reebok asked is what can we do to reverse this trend? we decided they needed to change their approach and made a commitment that moving forward, reebok would shift the paradigm to change the perception of fitness and get people moving. this commitment to empowering people to be fit for life guides us now aligned in the future and there was no better place to start than our own children. first unfortunately many of us today see fitness as a tour. we want to make fitness fun and bring back play and make it part of everyday life. that is where boks comes in. a few years ago reebok made a significant investment and a bit of a gamble, they believed in me

and my before school exercise program started by a few moms in massachusetts. reebok was inspired and amazed by the impact we were having on our own community and felt the program at unlimited potential and could affect millions of kids around world. what really struck reebok about a program is that beyond the physical benefits to the kids who participated program was built on a prudent and profound cognitive and social benefits of exercise. they not only were healthier but did better in classrooms and thrived socially. today as larry mentioned we are well on our way. we have boks in 250 schools around the country. yahoo! [applause] >> a true grass-roots effort that has taken hold and 15,000 children, parents and teachers in schools around a community. it is simple, easy and free.

next fall that number will grow to 750 and i am proud to say boks will be in a thousand schools and many more with the collaboration of many partners by 2015. the most important part is we know the program works. not only do we have the data collected by third-party valid gators like the national institute of auto school time to validate but more importantly we are consistently hearing amazing success stories from parents and teachers. we heard about young girl who spent many mornings in the back room, paralyzed in her parents''s cars and would not come into school because she was scared to come to school. she was home schooled and they tried to put her in public school. her parents had an idea to enroll her in bok. she had the confidence he needed and she loves coming to school on boks days and she is one of the most confident kids in her class and one of these kids who wouldn't have participated in

intramural sports but boks let her be a big athlete. and young boy in the boston area who could not run a full lap around the gym. when he started the bok program in not only keeps up with the kids but surpasses most of the man has lost 40 pounds over a year-and-a-half. there are many more stories like that and i will tell you those are the goosebumps stories i get these e-mail from parents and teachers on a daily basis and this is really worth it. we are making a difference. but we know we can't do it alone. more and more collaboration and awareness and support are what we need to reverse the trend. we need more people to get on board and join the cause, people like eli and peyton manning whose ongoing commitment to boks and making a difference in the lives of kids has helped us grow the awareness of the program. they are truly boks starnes. in organizations like the boks

foundation and an early believer who helped expand the program and the boston area i would like to thank them very much for the support and also thank the alliance for health your generation for also be leaving us and the powers of parents and teachers to make this movement happen. it is really thrilled. i'm talking to all of you. we encourage other companies and stakeholders to join us. it is more important than any competition between brands. we are with our support of boks and our commitment is getting stronger. we have contributed millions of dollars to the boks program and its partnership with pha is a major step toward our operation of having every school in the country running boks. is a bold statement but i believe in it. as a veteran of the boks class i

can assure you in come away asking the same question, why isn't boks had been every school, why isn't every parent taking on responsibility and bring physical activity to this school? next we are going to show a little video of the boks program. ♪ ♪ ♪ >> boks is a unique exercise program for elementary school

children. it is supported by many reebok athletes, a way to get kids moving and get their minds ready to learn. a simple 45 minutes exercise before school has been proven to promote higher brain function, less 80 hd and many other health benefits. studies have shown children who exercise before school are healthier and more confident in the classroom. >> being a professional athlete i know the importance of being in shape. >> more energy. now i do really good in school. and making friends sometimes. >> you really have to eat healthy. >> i don't think i will be at the table. i am very confident now. >> boks is a program created and run by moms with amazing results. >> we're thrilled about bringing this program into the schools so children can move in the morning and when they walk through the

classroom they are ready. ♪ >> to become boks our go to bokskids.org for all being rationed to get started. bring boks to their school. >> thank you. i hope that video is inspirational to you as it is to me. every time i see again a little teary eyed because i think of all the kids that are so excited to be part of this and how we made differences in their lives and so in the video unit is the reebok athletes who have been a big part of the success of this program. one person mentioned earlier has committed himself to being a true boks ambassador. many athletes at doing great

work and the stories are often overshadowed. eli manning is an example of that. he has been a supporter of boks since first learning about a program. he and his brother visited boks schools and made a difference. we at reebok are thankful for that and eli has been such an amazing ambassador that even our employees in massachusetts headquarters many of whom are patriots fans and seen him on the super bowl twice can't believe that we are so proud to have eli as part of the reebok family so it gives me great pleasure to introduce two times superbowl mvp and boks ambassador eli manning. [cheers and applause]

>> thank you for that introduction and thank you to pha for hosting this incredible event. it is an honor and a pleasure to be here. when reebok introduced me to the boks program i was hooked immediately. to be involved in a program reinforces the message of staying healthy encourages our kids to live an active and healthy life style, very close to my heart. staying healthy and fit is a way of life to me. anything i can do to ensure that kids growing up today have that same passion for sports and fitness that i do is something that is very important to me. so many of my memories growing up involved times when i got to play outside with my brothers peyton and my friends. it was a way of life. is what we did. we would be outside for hours running, jumping, swimming, we you name it, we were probably doing it. many of our kids haven't

experienced the same delight of running around and exerting every ounce of energy that they have. this is disappointing and alarming. as an athlete the more important as a parent, this is more important than the one to help change. the boks program is incredible because it gives our kids the opportunity to get outside and play before school even begins. i had the privilege to visit boks school in new york city where kids were beaming with energy, running every which way, carrying on and having fun. to know that because of the boks program these kids are eager to get up and hour earlier each day, more confident in everything they do. just as rewarding for me as winning the super bowl. [laughter and applause] >> through boks we are encouraging these kids to lead a healthier and happier life.

we need to keep encouraging more kids throughout the country. our influence as parents, teachers come athletes and public figures has the power to change the mindset of the next generation and inspires them to embrace active lifestyles. our kids need us. they look up to us and trust us to guide them in the right direction through life's challenges. it is now our responsibility to bring this message to the surface and stay active in our schools. let's create the opportunity for our kids to begin moving again and bring in physical activity to every school in america. thank you also much. [cheers and applause] >> thank you so much for having the opportunity to stand up in front of you today, what this cause means to me.

and more privileged introduce a woman who has used her platform, and it is wallace to the forefront. she has inspired this country to take action, and my honor to present to you the first lady of the united states of america, michele obama. [cheers and applause] >> thank you so much. oh my goodness. yes. it is great to see you. it is a pleasure to be with all of you today. of course i want to start by thanking the eli manning!

my gosh! for that very kind introduction. i am probably as excited to see him as i am to see all of you but thrilled he could join us today and grateful for all of his work and leadership. and i want to thank steven nash for hosting us and all the wonderful work the university is doing to forward the agenda of nutrition and fitness. we are so grateful they are our partners and neighbors as well. i also want to recognize and everybody else that the partnership. and kathleen -- kathleen tullie and the team at reebok for their leadership. it is the thrill to be working with both of these wonderful organizations and companies that doing these terrific things but most of all i want to thank all

of you, the advocates, experts and executives who have been leading the way to give all of our children a healthy start to their lives. because of your tremendous efforts more than half a million people in underserve communities have access to fresh healthy food. because you, major american businesses like disney and walmart, are now offering healthier menus and products. military leaders are serving healthier food on this basis. faith leaders are educating their congregations about eating healthy. nearly 2.5 million kids have enrolled in recreational sports classes. democrats and republicans right here in washington came together to pass groundbreaking legislation that is transforming our school lunch program. and just last week, we had the sheer delight to launch let's

move active schools and unprecedented efforts to invest $70 million to promote physical activity and bring physical education back to our schools. yes. [cheers and applause] >> and today we are beyond thrilled to announce that reebok is joining this effort with an additional investment of $30 million over the next three years. absolutely. this investment. oh. as you have seen it comes after years of leadership through the boks kids program would support innovative programs to get kids active in our school. i want to take a moment today to say how grateful i am for reebok's long standing commitment to this issue and for their groundbreaking investment to take that work to the next level. thanks to efforts like these, we are finally starting to see some

results in mississippi, obesity rates among elementary school children have dropped their king%, rates are falling in cities like philadelphia and new york and in california as well. together, slowly but surely we are beginning to turn the tide on childhood obesity, we are inspiring leaders from every sector to take ownership of this issue and with this type of broad and inclusive engagement i am confident that we will continue to make steady progress but we also know that at the end of the day when it comes to the health of our kids no one has a greater impact than each of us do as parents. we know that families play a uniquely important role in the work we are all doing and that is one of the things i want to

focus on today. what all of us can do to better empower families. and our kids are not the only ones going to the supermarket or waking up early to make breakfast, at least not my household, and they certainly don't find themselves up for ballet and basketball clinics at the wide. that is our job. more than anyone else, we as parents decide what our kids eat and how active they are every single day but unfortunately over the past 50 years, it got a lot harder for many families to make healthy choices. for starters, people have a lot less time. back in 1980, way back then, just 39% of married families had two working parents. but today it is nearly 60%.

just three decades ago the average employee worked 180 hours less each year than today's average employee. for many parents every day feels like a cross between a high wire act and an obstacle course. there is not enough hours in the day to get everything done. i know a little bit about what that is like. i have plenty of help and support, didn't always live in the white house. wasn't that long ago that i was a working mom juggling a demanding job with two small children and husband to travel. back then something as simple as a grocery shopping trip required a finelywho travel. back then something as simple as a grocery shopping trip required a finely honed plan of attack. putter to the supermarket was one of a dozen items in a few hours of precious errant time so each week on with my budget and

my list i was on a mission to get in and out of that story less than 30 minutes, 30 minutes was all i had. if it wasn't already prepackaged you could forget about it. i did not have time for backing and calculating costs in my head. it was all about grab and go. if i had my daughters with me, the clock was really kicking before somebody needed to be fed or diapered or put down for a nap. and have and help me if i got all the way to the produce aisle at the end, and realize i made a rookie error and forgot the serial or the possible in one of the previous isles. and i had to maneuver the big heavy cart full of groceries and those two little kids all the way around the store. no one was happy about that. i didn't exactly have time to

peruse the aisles thoughtfully reading labels and i know my experiences are not unique. everyday parents across this country are doing the same frankfurt rose resource print. it is not particularly helpful to have complex labels or vague messages to eat healthy and make better choices without clearly defining what it means. what is helpful is to provide families, provide what they need when they needed. this is the first point i want to make. when we give parents the most up-to-date websites, we cannot expect folks to remember everything they have read days or weeks later when they are in the grocery store aisle or opening or standing in front of the freezer pondering what to make for dinner. instead we need to offer parents clear information at the moment when they are actually deciding what to buy, cloak and order for

their kids. i am talking about things folks like the folks at garden restaurants are doing to revamp their kids menus with healthier options. i am talking about our new my plate interest recipe initiative that provides more than 1500 healthy recipes so that with the push of an icon on an iphone parents have access easy tasting meals they know will be good for their kids. walmart's new seal makes a identifiable healthy product. remember when we talk about giving parents better information we are not just talking about food labels. we are also talking about more subtle messages that shape our decisions every day. for example weather restaurant menus feature mouthwatering pictures of healthy or unhealthy

items, whether a product is shelved at high-level or lower to the ground where you have to bend over and read it and if you are bending over you are not going to get it. whether the produce aisle is the first aisle to greet you when you enter the store, the last pile you pass when you are already running late to get home for the babysitter. that is part of the information landscape that shapes our choices everyday. going forward we all need to make sure the strategies are part of our efforts to help families in this country. we need to focus on that. we need to make it easier for parents to access healthier foods. we also know that at the end of the day, our kids need to eat that food. that is the second point i want to discuss. we know as parents is not easy to get our kids to eat what we

serve them, but that doesn't mean we ignore our responsibilities. we would never dream of letting our kids skip going to the doctor or learning how to add and subtract just because they don't like it and the same thing is true about eating healthy. we know we have to be firm but unfortunately we also know that as parents we certainly are not the only influence on our kids's food preferences. everyday our kids are surrounded by food advertisements on tv and the internet, on billboards and in stores and even in their schools. is not just commercials. in product placements in the shows themselves and what characters they worship are eating and drinking and research shows that kids who see foods advertised on tv are significantly more likely to ask for them at the store. unfortunately a number of companies have stepped up to set new standards for responsible

marketing. disney is cutting all advertisements for unhealthy foods from their children's programming. absolutely. [applause] >> mars, hershey and pepsi have stopped marketing certain products to children under the age of 12 but we are seeing some progress but we know we have a lot of work to do because whatever we believe about personal responsibility and self determination, i think we can agree that doesn't always apply to kids. we can all agree parents need more control over the products and messages their kids are exposed to. let's be clear, this isn't just about company stepping up to limit the marketing of unhealthy foods to kids. it is also about companies realizing that marketing healthy foods can be responsible and profitable thing to do as well.

american companies can play a vital role to help make eating fruits and vegetables fun and even pull. study after study prove this point. for example in one study researchers gave kids a choice between eating chocolate bar or broccoli. when they put and elmo sticker on a broccoli and and and non cartoon character on the chocolate 50% of the kids chose the broccoli and 50% shows the chocolate. that little elmo sticker added 28 percentage points to broccoli. the power of elmo. as for profitability, just ask the folks at birdseye vegetables. they launched a major marketing

campaign featuring characters from the tv show icarly and their sales jumped 37%. they did a campaign with a wreck, they went up 50% and as the kids saw these ads for healthy schools they went and paid their parents to buy them. there's real meaningful evidence that we can get our kids excited about eating healthy. yes we can. in the end, it is not enough simply to change the way our children eat. we have to change our own habits as well and this is the final point i want to make today. we as parents are children's first and best role models and this is particularly true about their health, research shows

kids who have one obese parents or more are twice as likely to be obese as an adult. as much as we might plead with our kids to do as we say and not as i do, we know we can't live on the couch eating french fries and candy bars and expect our kids to eat carrots and run around block. too often that is exactly what we are doing. we are skipping the gym so the we can drive kids to school in the morning. we eating fast food at lunch so we have time afterwards to go to the store and pick up something decent for dinner. we are working so hard to keep kids healthy that we are neglecting ourselves. in some ways that is what it is to be a parent. there are plenty of things to do for ourselves but there is nothing that we won't do for our children. one of the most important things

we can do for our children's health is to take care of our own health and to make being healthy truly a family affair. [applause] >> giving parents the information and options they need is an important component to helping the entire household become healthier. just think for a minute what this country could look like. walking into a grocery store in america to find the healthiest options clearly marked and centrally placed. so you know what is good for your family when you walk in the store. imagine opening up a menu in any restaurant and knowing exactly what items will give your family the most nutrition for your hard-earned dollars. a managing kids begging and pleading and throwing tantrums to get you to buy more fruits and vegetables and whole grains.

this is possible. it is possible to create this world with more information, responsible marketing, better label than product placement, greater access and affordability, that is possible. it isn't rocket science. we have everything we need right here and right now to make this happen. we just have to summon the focus and the will and everyone, everyone has to make supporting healthy families their top priority going forward. that is what i plan to do this coming year and i hope all of you will join this effort, particularly leaders from our business community. and when businesses stepped up it is important for us to applaud those efforts but also to encourage them to do even

more. we all know that we won't solve this problem, anyone announcement or commitment. but we will solve this problem with a constant stream of efforts that continuously make real and meaningful change. that is our professional obligation as leaders on this issue. is also our moral obligation to our children. it is how we will ensure that our kids can fulfil every last bit of their god-given potential. and finally, it is also our patriotic obligation to our country. it is how we will raise the next generation of workers and innovators and leaders who will continue to make america the greatest nation on earth. let's get to work. we can make this happen. i am so excited for all the accomplishments over the last few years and i am going to once again thank all of you, all of you for everything you have done and everything you will continue

to do and i look so forward to working with you all in the months and years ahead. thank you all. god bless. congratulations. [cheers and applause] >> one of the things that an early american wife was taught to do, she supported her husband's career, usually through entertaining. dolly was both a socially adept and politically savvy, so she could structure entertainment in such a way that she could lobby for her husband under the guise of entertainingly she also thought it was very important to create a setting in the white house almost like a stage for the performance of her husband and the conduct of politics and diplomacy. >> first lady dolley madison. we will follow her j